Video Marketing & Communication

Follow our blog to keep up to date with the latest trends & techniques in video marketing.

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Making the most of events you host with video

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Many Businesses may choose to run events for community engagement, branding or lead generation. Whatever the aim, video’ is a great way to support these endeavours.

Some ways those organising these events can leverage video are:

Promote the event: Make a video, growing excitement for the event.

Share an overview of the day: Let people see a preview of what attendees experienced.

Capture snapshots of key moments:Share key moments of your event with those who missed out.

Creating content like this around your event will help to build its credibility in addition to increasing your reach for future events. Doing some research around other successful events have will help to generate ideas for your video.

This will also provides marketing content that is re-usable beyond the day of the event.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Choosing a video style aligned with your business

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The type of video you choose to produce will certainly differ depending on your business, industry and target market.

Assuming you know your target customers and their cultural characteristics, you should be able to decide whether a visually appealing video or an informative one would benefit you most.

Once you have understood your target viewer’s interests, you can begin to develop a video concept around your business strengths or to build on perceived weaknesses. You should consider:

What do customers commonly want to know before buying?

How are my competitors and industry viewed?

Are there any unique characteristics I can draw on?

Depending on your answer to these you may choose to produce one of the following types of video:

A company introduction / Landing page video

A promotional video

How to / Informational video

Client testimonial

A product video

When deciding If you’re really at a loss to what video would benefit you most, speak to some professionals and get them to give you their opinions.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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How video compares to other communication methods

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When comparing video’ to other marketing communication methods you will be sure to see varied levels of reach, engagement, and interaction.

Although there are many more factors to measuring your marketing, to compare different types of communications we will look at these three.

Reach

Video’ is being watched by more and more people every day, with its audience only growing the potential for your video depends on it being found and capturing their attention. If reach is your only aim then the content needs to be short and speak to the interest of these large amounts of viewers.

Engagement

With the ability to engage more senses than any other type of content, through hearing & seeing we consume video content better. The use of motion also helps capture one's attention.

Interaction

Video’ has the ability to interact with viewers through annotations and customised call to actions. This provides the viewer an opportunity for instant interactivity with your brand. Other emerging types of video such as 360 video offer an extra level of viewer interaction.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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‘How to Videos’ and why your target market loves them

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In today’s day and age audiences online are hungry for information, feeding that hunger through how to videos will help to establish your brand as a leader in the category.

How to videos can:

Build a strong brand following through content that offers value to viewers.

Create strong associations with your brand image.

Provide greater reach on search engines.

With plenty of people going to YouTube for quick tutorials, there is an opportunity to capture these searches by offering a quality video. Make sure you do something to stand out and keep them engaged.

The information alone draws them to the content but what you do to present this information will be what causes changes in brand awareness.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Working with content creation professionals

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Good marketing content is vital to success in today’s work of online marketing, considering this it is important to understand how you can work effectively with content creation professionals.

Assuming you have done your research and found someone with the skill and expertise to meet your needs, whilst working with the professional it is good to keep the following in mind:

Be prepared:: Have a clear understanding of what you the aim of your content is and what you want the content to achieve. A common practice in creative industries is to prepare a brief document.

Use their expertise:: Paying content creation professionals certainly won’t be cheap, considering this you want to ensure you get every dollar worth. By laying out a clear direction for your content experienced professionals will know of a range of ways their content is able to achieve this. Let them take full control, placing more requirements on the piece will only restrain creative ability.

Budget matters: We all know there are a tonne of ways to create content cheap online. This should be forgotten when going to a professional, as with most online services you will be receiving a stock standard or templated product, whereas content professionals should certainly be making a custom piece of content for and around your business.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Why consistent use of video makes a difference

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Depending on your type of video it may take some time before you begin to see results. Assuming you have produced quality content, by measuring analytics over time you will see that you begin to build a following, as more people adapt to your way of communicating.

Another benefit of the ongoing use of video is that as you distribute content each viewer that watches, scrolls passed or even hears of your video a connection with your brand is strengthened.

Over time the aim communications should be to:

Make buyers aware of your brand.

Allow them to recognise your brand.

Allow them to recall your brand.

Achieve a top-of-mind-awareness.

As you continue to use video, repeat viewers will undoubtedly move through these stages. However as said by Albert Einstein “The definition of insanity is doing the same thing over and over again, but expecting different results” So if you aren't receiving the results you desire then change it up, but be patient as with all marketing video takes time to grow.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Using video annotations to drive traffic to your website

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Youtube is one of the largest search engines and has changed the online video landscape forever. Although other video players such as Facebook and Vimeo are growing in popularity, many marketers still go to Youtube due to its enhanced user interactivity capabilities.

One of the features Youtube offers is the ability to include video annotations, which provide viewers the ability to click web-links hosting content relevant to the topic, throughout the video. 

This can be used to:

Direct viewers to where they can buy your product or service.

Provide links to further information hosted on your site.

Prompt viewers to sign-up for your mailing list

Promote your past videos.

Really it's up to you where you use annotations to direct viewers, but make sure that this is relevant to the video they're watching.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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How audio can make or break your video and what you can do.

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Ever watched a video where you finding it difficult to hear the person speaking? Or hear an annoying rumble overpowering the speaker's voice?

There is commonly used phrase in the film industry “Audio is 50% of your film”, this is an idea that most video professionals carry and live by when making video content in all areas of video, not just film - something that you too should adopt and ensure is being cared for by your production team when making your next video. Interviews

It's very easy to spot out poor interview audio, difficult to hear, constant air conditioner rumble in the background and you can hear the echo of the interviewer's voice bouncing off walls in the building it was filmed in. Best interviews are clear, crisp and recorded at a healthy level to be mixed in when editing.

Some things to look out for to ensure you have great quality interview audio:

A lapel or shotgun mic is being used and placed close to the subject’s mouth when filming interviews.

Avoid filming in noisy locations and switch of any loud appliances or machines.

Interviewees voice is clear and well projected when filming interviews. (Drinking water before helps)

Background music

The background music plays a large part in how you want people to feel when they watch your video. Unless you have a terrible taste in music I wouldn’t say that music selection could make or break your video however, I do have a few tips on selecting the most suitable background music for you next business video.

Work with colleagues to brainstorm some words (styles) that best describe your business.

Search for royalty free music using the brainstormed descriptive words.

Narrow down to the top three background music tracks, trial them out and choose the best one for your video.

Final Mixdown

From a sound engineer’s point of view, final mix down, out of the many things he or she would consider important, would be one of the most important. Since audio is essentially half your video, it's vital that audio has been mixed well.

Ensure background music fades in and out as needed

RAW audio has been treated with EQ, Compressors, De-essers  (something professionals should know about)

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Why branding in your video matters

Image source: link The aim of using video in your business will most definitely vary, regardless you should always try to engage and create recognition of your brand. Each is just as important as the other and keeping balance may be hard.

Viewers won't stay and watch your video if it doesn't engage, and this certainly won't leave a lasting impression on them or sway them to purchase your product.

On the other hand, even if you have a really popular video this won't help your brand if viewers don't see who was responsible.

Engagement makes people watch your video through, Branding will allow them to credit you for this experience.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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How video will help your email campaigns

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I’m sure you’ve heard plenty of stories about people not checking emails for a day or two and having hundreds of items waiting upon their return.

Amongst this daily clutter that people receive in their inbox marketers may find it hard for effective email marketing campaigns to prevail. The clear answer to increasing the chance of having your email opened and read is to stand out from the crowd. But how can you do this?

Emails sent to personal inboxes should always be directly relatable to its target readers. I'm sure you have heard of many techniques that you can use in email marketing to improve opens & click-throughs rates. 

The rates vary in accordance to industry purchase behaviour and those on your list but can be strengthened by effective marketing. Some examples of how marketers are using video in emails are:If your email marketing is struggling, then why not try something new and include a video to give your readers something new.

Including video in monthly newsletters content.

Delivering personalised messages to your subscribers in videos.

Educating your brand followers on the product and category through video.

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Why video marketing will continue to grow

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The market for video is constantly growing. Video is now responsible for more than 50% of mobile traffic. And with most owning a smartphone, it is easy to see why many marketers are adopting video in their marketing campaigns.

Looking for an explanation behind this rapid growth of video we may find that:

Audiences are driving demand: The want for quality video content is being grown by viewers as their interests are opening up.

Online video is becoming social: The ease of sharing a funny video with friends or an informative piece with colleagues has changed how we interact.

Attention spans have dropped: With attention spans at an all-time low, video is an attractive way for audiences to consume content fast.

With all these factors considered there doesn't seem to be anything slowing down the market for videos. If you aren't already taking advantage of this then I would suggest that you start...soon!

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Aligning content throughout your sales funnel

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All marketing efforts are more effective when they work with each other. With different mediums for achieving different results, you should consider how your marketing:

Reaches your target market.

Engages them and encourages action.

Converts them to a lead or sale.

Common types of content such as images, graphics and videos can be used at each one of these stages however, you should think about what your current marketing is doing and where you need to improve.

Once you understand where your current marketing is lacking, you can define where video would provide the most benefits such as:

Reaching large audiences driving more traffic to your site or online store.

Increasing engagement with site visitors encouraging interaction.

Converting visitors to leads or sales through strong call to actions.

When planning for your content look to address each of these areas separately with different communications for each stage of your funnel.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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How to make people stay on your site for longer

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Most of us have heard of or experienced the power of marketing online. With social media, SEO and PPC advertising there is are plenty of ways to gain leads for your business. But where does this all go? 

Most businesses direct traffic to their website but fail to engage the customer when they get there. This leads to a lot of wasted time, effort and sometimes money on campaigns that don't convert.

Websites are a common reference point for customer’s to begin investigating your business and considering their prospective purchase. How can you expect customers to engage with your brand if you aren't doing anything to engage them?

I’m sure the type of content customers will want to see upon landing on your site will differ, but it’s certain the that a tonne of text is not it. Most landing pages instantly scare away traffic by doing this and lose many opportunities in the process. A good mix of website content should cater to all types of user preferences. 

Well here's a couple of video’s you could us on your webpage:

Web-Landing Video: This can be a corporate, creative or promotional video that instantly engages viewers conveying effectual messages.

Demonstration Video: Let customers see your product or service in action, showcasing your strengths and addressing any concerns.

Client Testimonials: This is a great one for service industries and B2B as it allows them to hear how the product as performed for others.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Using your marketing mix to plan for video

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As we discussed in an earlier blog positioning yourself the market can be achieved through video. In planning for a video businesses may also look to market their current strengths rather than intended image or desired position.

An in-depth SWOT analysis will help you to identify the strengths in your marketing mix by focusing on:

People: How skilled or experienced your staff is.

Process: How your processes is different from the competition.

Promotion: Do you run any unique promotions.

Place: Is your shop in a better location than competitors.

When analysing these areas of business be sure to do this in comparison to your immediate competitors.

Once you have identified your strength or unique selling proposition to leverage in your communications, reach out to media companies or begin researching communications that will align with this concept.

If you've enjoyed what you read, subscribe to the blog and keep updated with the latest news in video marketing.

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Conveying your company culture through video

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A company culture can be seen through the company's vision, shared values and opinions of those within the organisation and how the organisation acts in relation to this.

If your company's unique culture it crucial to how you differentiate yourself from competitors then maybe you should think on how this is communicated to your target audience.

Culture is made from people and without introducing them you may find it hard to convey this connection. Show how their unique culture and understand what additional value this brings to your product or service.

A company culture video will generally be between 2-4 minutes and will consist of interviews from employees from areas of your business including management, production, customers service and sales to name a few.

The aim is to allow consumers to connect with and value your employees, their skills and the contribution this has to deliver the product.

Some company culture videos that hit the mark include:

Apple's employee recruiting video

Zappos - Company Culture

Life at Page One Power

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Getting the right lighting in your shot

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Photography and video (pictures in motion) is the result of light shining through a lens that is focused onto a light sensitive film strip (camera sensor in the modern day). This may help you to understand why lighting is the most important ingredient to capturing video or photos and shouldn’t be neglected when it comes to producing a quality video.

We could go into the more technical bits and pieces such as colour temperatures, ISO sensitivity etc, but to keep things simple I’ve got three simple tips to help you improve the look of your next video.

Avoid filming towards bright windows or brightly lit backgrounds. You will need lots of light power to compensate for the over lit background when lighting your subject (person being filmed)

When filming at night, or lacking light from the sun. Try to film in a room with plenty of ambient light. If you have no other option but to use additional lighting, find a soft diffused lamp (or similar) and light your subject from the side. The light should be at an approximate angle of 45 degrees between the camera and the subject. Try to avoid abnormal light colors, basic tungsten lamps or energy saving fluorescents in warm white or white will work well.

Use the sun. With the sun being the largest source of light we have access to on earth, we can use the beautiful golden light it shines through our windows to our advantage when making videos. Positioning the subject being filmed next to (or in front of) a window, will provide sufficient light to get great exposure.

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Creating a compelling customer testimony video

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When looking to create a compelling testimony there are some important areas of video to consider:

Your Customer’s Story: A testimony should be based on your customer compelling story on how they faced a problem, the impacts it was having and how your product or service became their solution.

Supporting Footage: An effective story should be supported by symbolic footage representing the topic in discussion or to an end result. Viewers will be more likely to remember the information if they see and hear it at the same time.

Sound & Lighting: Shooting an appealing interview relies on quality sound and the right lighting. Keep this indoors unless you have high-end audio equipment and take the time to adjust your shot until the lighting looks right.

A testimony is a strong marketing tool that can be featured across many of your businesses channels. By taking the time to ensure this is done right, you will ensure you generate the greatest possible results.